Ocean Spray Re-Launches Sauce Range for Christmas

Condiment brand Ocean Spray, is set for a major re-launch of its cranberry sauce range.

With an improved recipe, a premium new jar and look, and a category exclusive easy-open lid, Ocean Spray is strengthening its product range this Christmas.

The new Wholeberry and Smooth cranberry sauce recipes now contain 50% more fruit in a bid to meet consumers’ taste preference.

A key part of the revamp, Ocean Spray is introducing its new ‘OrbitTM Easy Open’ lid, being the first in the category to tackle the problem of opening twist caps.

Recent consumer research shows that 40% of women aged 40+ struggle to open a traditional glass jar. In addition, a bespoke jar shape and packaging facelift aims to provide a strong point of difference at fixture with 83% of consumers claiming to prefer the new look.

The two core variants, Wholeberry cranberry sauce and Smooth cranberry sauce, will be available in a new 250g jar which will replace the current 190g/350g formats, yielding one size suitable for year round consumption.

Caroline Rose, Business Development Manager – UK Foods, Ocean Spray said: “Having established the cranberry sauce category in the 70s, we continue to lead through ongoing innovation and investment with this latest development expected to further fuel category growth.

“Our consumers told us they are delighted with our new fruitier, best tasting, all natural product.

“Our new premium jar has our name embossed on the neck, and with our exclusive easy open lid and bolder graphics, we’re set to deliver much stronger shelf stand out during the busy Christmas period.

“Christmas is such a special time for everyone and we want Ocean Spray to remain at the heart of the celebration.

“That’s why we are investing heavily in this re-launch, offering an all-round better product, and are confident from independent research results that we will grow the category by appealing to a greater number of consumers.”

Outside of Christmas, Ocean Spray is the number two condiment brand.

Ocean Spray has a 55.6% MAT value share of the cranberry sauce market which rises to 62.1% in the 12 weeks up to Christmas.

The new-look Ocean Spray range, that includes Wholeberry cranberry sauce and Smooth cranberry sauce, hopes to boost sales even further in the festive period 2011, available in 250g (RRP £1.49), and Smooth Cranberry & Redcurrant jelly, RRP £1.49 for a 285g jar.

Source: Ocean Spray